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Social Media Elites
We surveyed 4,000Social Media Elites; a group that,based on their online activity, arerepresentative of 20 percent of the U.S. population.
We asked Social Media Elites
What defines a successfulsocial media campaign ?
We Received Hundreds of Reponses
30 Proved to be Relevant
Data Analysis GroupedThem into Six Distinct Factors
Prioritized Success Factors
Visible, activeleadership presence
Committed team ofcompany ambassadors
Open dialogues with keystakeholder audiences
Timely responses tocustomer issues
User feedback regularly solicited
Problems disclosed andresolved via social media
Transparent use ofuser information
Accurate, timely, and valuable; written in conversational style
Readily accessible and easily shareable
Visually appealing online designs
Social media campaigns linked from homepage
Relevant, popular, trend-setting social media platforms
Social media contentintegrated on all platforms
Users mobilized to engage offline
Member participationencouraged
Users encouraged tointeract with others, thecompany, its brands
Users engaged on severalinteractive platforms
Website search engine-optimized
User traffic measured and analyzed
Online advertisements increase traffic, engagement
New, innovative social media strategies
Impact of Social Media Effectiveness
Social EQ
PRODUCT DECISIONS
ONLINE INFLUENCE POLICY SUPPORT
• Refer a product to a friend, family member, colleague, or someone else you think might need it
• Willing to pay a higher price for the product
• Speak out in support in an online public forum, blog, or other social media site
• Refer a friend to an company website to find out more information about the company, its products, and its activities
• Support government policy that is beneficial to the company
FINANCIAL VALUE
• Purchase the company’s stock and or recommend the company’s stock to a friend, family member or colleague
.
.34 .41 .38 .35R2=
Behavioral DriversImpact of Reputation Drivers on Key Business Outcomes
POLICY SUPPORT
DIALOGUE
(1.99)
ONLINE INFLUENCE
OPTIMIZATION
(1.73)
DIALOGUE
(1.68)
PRODUCT DECISIONS
DIALOGUE
(1.55)
FINANCIAL VALUE
QUALITY OF CONTENT
(1.57)
DIALOGUE
(1.98)
• How to Interpret “B”: For every one point increase in the factor rating (on a 0-10 scale), a person is B times more
likely to take action
• How to Interpret “R2”: The proportion of variance explained in the outcome variable by the drivers
B=
GGP’s Columbia (MD) Town Centre
Compare…
“I still find [the proposal] lacking in many
key aspects. I certainly look forward to the
next version that addresses these
concerns of mine.”
“This continued outreach by GGP is
significant…I look forward to hearing more
from Mr. Hamm…to help make the next
steps of this vital project a win-win for all
involved.”
SDG&E’s Sunrise Powerlink
Empowering influencers to help us
Impact: Thousands of letters to the PUC, positively influenced the narrative, won approval
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